Role
Integrated campaign project manager 20-22 | Digital deployment leader 23-24
Expertise
Scaling Demand Generation
Duration
5 editions [2020-2024]
Context
Since its founding, Contentsquare has focused on understanding digital customer journeys and user behavior across the web. In 2018, we began analyzing patterns across various customer industries to help businesses understand user behavior trends and identify key performance indicators and pain points.
By Jan 2020, Contentsquare aimed to establish itself as the definitive authority on digital experience metrics through an ambitious initiative: The Digital Experience Benchmark report. This comprehensive yearly study would serve both customers and prospects by providing:
Compare their performance to industry peers
Global digital traffic trend analysis
Identify friction points frustrating their site visitors to drive actionable improvements
Challenges
Coordinating multiple internal teams (including content, data, marketing, communications, creative and field teams) to execute a synchronized release global campaign across multiple markets. Success required precise alignment of all parties to ensure consistent messaging, maximum reach and meaningful business impact.
Timeline constraints, the report needed to analyze and draw conclusions from the previous year's data (January to December), with a target launch in mid-January to early February of the following year. This timing was crucial to provide actionable recommendations that customers and prospects could incorporate into their annual planning.
The data collection would only conclude at the end of December, leaving just weeks to finalize content and complete localization for simultaneous launch in English, French, German, Spanish, and Italian.
To manage creative resources efficiently across markets, we needed to develop a standardized "campaign-in-a-box" approach that could be easily replicated across regions while maintaining consistency.
Finally, we needed to thoughtfully consider how to acknowledge and reward our customers, whose anonymized data made the report possible, ensuring they felt valued for their contribution to this industry-wide initiative.
Responsabilities
As Head of Global Campaigns (a newly created role), I led the end-to-end execution of this initiative in 2020- 2022 and as Growth Director 2023-2024, with primary responsibilities including:
Strategic Leadership
Drove campaign performance to consistently exceed MQL and pipeline targets, achieving over 30% YoY growth
Developed and refined multi-channel, multi-market launch strategies to maximize awareness, lead generation and pipeline growth
Orchestrated cross-functional collaboration among internal stakeholders to ensure aligned execution
Content Development and Localization
Directed comprehensive asset development, including data analysis, content creation and report design approvals
Established and managed translation workflows across five languages, coordinated with the regional marketing leaders
Ensured consistent messaging and brand standards across all markets
Technical Implementation
Oversaw functional deployment across all regional sites, landing pages, interactive pages and digital workflows
Implemented rigorous QA testing protocols to validate end-to-end campaign mechanics
Developed technical optimizations to enhance digital experience and campaign performance
Coordinated localization efforts to maintain consistent quality across all markets
Approach
Phase 1: Content and Data Development
Collaborated with the data team to analyze billions of anonymized user sessions across Contentsquare's client base, providing segmented insights by industry and region
Partnered with content and brand teams to craft a visually engaging, data-driven report highlighting actionable insights and trends for our customers and prospects
Established a clear narrative framework: "Navigate digital experience trends and benchmark your performance against industry peers"
Phase 2: Cross-Functional Alignment
Coordinated across operational teams to ensure seamless execution
Maintained regular communication with executive leadership (CMO, CPO) to provide visibility and secure buy-in
Aligned messaging and objectives across all participating departments
Phase 3: Multi-Channel Launch Strategy
Developed a global launch plan to promote the report across multiple channels:
Email Campaigns: Targeted outreach to existing customers and prospects with segmented messaging by industry
Paid Media: Launched LinkedIn, Google, and programmatic ads to drive downloads
Organic Social: Coordinated promotional posts across regional accounts to amplify reach
Webinars and Events: Regional marketing teams hosted virtual events featuring report insights and industry discussions
Press and PR: Partnered with the comms team to secure media coverage and thought leadership opportunities
Phase 4: Performance Measurement and Iteration
Monitored campaign metrics through Salesforce and marketing dashboards, tracking MQLs and pipeline attribution
Conducted thorough post-campaign analysis to identify optimization opportunities
Documented learnings and process improvements for future iterations
Phase 5: Repeat and Escale
Transformed the initiative into an evergreen, year-round campaign
Created industry-specific versions targeting key sectors (Travel, Retail, Telco, B2B, FSI)
Integrated updated brand guidelines across all digital touchpoints
Maintained consistent messaging while adapting to evolving market needs
Results/Impact
The Digital Experience Benchmark campaign exceeded expectations, delivering significant business impact:
First demandgen campaign to generate top of the funnel quality MQL's
30% YoY growth in lead gen and pipeline
The most cost effective campaign for organic/direct channels
Became an evergreen campaign that drives global and regional sales pipeline
